A study undertaken by Eyeblaster shows that the size has less impact in rich media display ads than for banner ads. Instead, video, Flash features and expansion seem to be the key factors in driving a positive response.
Its Global Benchmark Report 2009 showed expandable strips had the highest interaction rate of all rich media formats, followed by expandable banners.
The report concludes that instead of just looking at increasing ad size to get better impact, agencies should consider aligning creative with approprate metrics at the planning stages of a campaign; keep content in rich media campaigns fresh by swapping images, text and sounds; and take in to account things such as the placement on the page, metrics and ad format.
Gal Trifon, chief executive and co-founder of Eyeblaster, said: "Eyeblaster data suggests that physical size of a banner has less to do with performance than creative execution and rich media. This corroborates other published studies that reveal that bigger banners do not equate to better engagement."
The report was written based on the analysis of data from more than 250,000 ads in all sizes and formats served in the 12 months starting July 2008. It can .
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